We caught up with the brilliant and insightful Tina Larsson a few weeks ago and have shared our conversation below.

Tina, thanks for joining us, excited to have you contributing your stories and insights. Let’s start with the story of your mission. What should we know?

The story behind The Folson Group’s mission begins with my husband, Mark Foley, and me as co-op owners in New York City. Back then, we were both working in the financial services industry, as business analysts. Like many co-op owners, we trusted that our building’s board was making sound decisions—until we started noticing red flags.

So, we did what many co-op owners only dream of: we organized a coup. Rallying our neighbors, we ran for the board, won control, and set out to turn things around. Armed with our professional expertise and a determination to treat the building like a business, we dug deep into the numbers, renegotiated contracts, streamlined operations, and restructured how decisions were made.

The results were astounding, saving our building 10% of its annual budget—$340,000. That wasn’t just money in the building’s reserves; it was a transformation in how the building operated. We realized the potential for co-op boards to not just manage their buildings but to thrive when given the right tools and strategies.

During this time, we also realized something even bigger: Most volunteer boards were just like ours had been—lacking the time, expertise, and support to truly govern effectively. They were well-meaning neighbors trying to balance their own busy lives while governing their own building. And while property managers handles day-to-day tasks, the bigger-picture issues—like cost savings, compliance with local laws, and long-term planning—were falling through the cracks.

That’s when the idea for The Folson Group was born. We decided to take what we learned in our own building and use it to help co-ops and condos across New York City. Our mission became simple: to help every co-op and condo board operate like a business.

Today, we’re proud to not only empower boards with the tools and strategies they need, but also implementing the strategies for them to create a safer, more sustainable, and more affordable building. It all started with a coup in our own building, and it’s grown into a movement to transform how co-ops and condos are run across the city.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I gave you a quick into and that’s how The Folson Group was born. Today, we provide consulting services to co-op and condo boards in New York City, helping them operate more efficiently, comply with complex local laws, and save money. We focus on three main things; save money, project manage complex building repairs and capital projects, and turn-key searches for new service providers.

Problems We Solve
Volunteer boards often struggle with:
• Time management: Board members have demanding personal and professional lives. We streamline operations so they can focus on key decisions.
• Compliance complexities: NYC’s various building codes and Local Laws are intricate and ever-changing. We help boards stay ahead of regulations.
• Cost inefficiencies: We identify waste and negotiate better contracts, saving buildings thousands annually.
• Sustainability challenges: From LED upgrades to electrification projects, we help buildings become greener and more affordable.

What Sets Us Apart
What makes us unique is our business-first approach. While property managers handle the day-to-day tasks, we dive deeper, providing strategic advice that transforms how buildings are run. We don’t just solve problems—we empower boards to prevent them and unlock their building’s full potential. We believe buildings should be proactive, not reactive, and run like a business.

What We’re Most Proud Of
The savings and improvements we’ve achieved for our clients are what I’m most proud of. One example: One board understood that their boiler needed to be replaced. They had a proposal for a Domestic Hot Water Heat Pump for $450,000, with estimated state and utility incentives of $115,000. We were able to complete an equivalent installation at a net cost after incentives of $192,000, including our fee. By changing how hot water is heated, we saved residents thousands in energy bills and avoided Local Law 97 fines, which are tied to the building’s carbon emission. In addition, this will extend the boiler’s life.

What Potential Clients Should Know
The Folson Group exists to help co-op and condo boards succeed. We’re here to simplify your workload, save your building money, and get your capital projects done. Our mission is simple: to make NYC co-ops and condos safer, more affordable, and better places to live.

What’s been the most effective strategy for growing your clientele?

The most effective strategy for growing The Folson Group’s clientele has been a combination of strategic networking and leveraging the power of storytelling through my book, Living the High Life.

Networking has been instrumental in expanding our network and getting our name out there. I prioritize building meaningful relationships to build trust and reach. I have been networking for about 15 years now and know a lot of amazing humans. My motto is to be a generous giver. Because our clients’ projects require service providers, we’re in a position to hand out a lot of business referrals. I network both in-person, virtually, and on LinkedIn.

Approximately 30% of New Yorkers own an apartment, which is either a co-op or condo. Every single one of those individuals can introduce me to their board.
I wrote a book, Living the High Life, which has also been a game-changer. It’s more than just a book—it’s a tool to educate, inspire, and connect with my audience. In it, I share practical strategies and real-life success stories that resonate with co-op and condo owners and board members who want to make meaningful impact in their buildings.

This combination of in-person networking, online engagement, and storytelling through my book has allowed me to build credibility, trust, and visibility in an industry that thrives on personal connections and proven expertise.

What do you think helped you build your reputation within your market?

Building our reputation within the NYC co-op and condo market has been a combination of delivering results, providing value, and consistently showing up as a trusted resource.

1. Proven Results
Nothing speaks louder than results. Early on, when my husband Mark Foley and I took over our own co-op board, we saved our building 10% of its annual budget—$340,000—by running it like a business. That success story became the foundation of The Folson Group and has continued to shape how we help other boards achieve similar results. When you help buildings save money, get projects done, and improve residents’ quality of life, word spreads quickly.

2. Educational Content and Expertise
I’ve always believed that sharing knowledge is the best way to build trust. Whether through LinkedIn posts, industry workshops, or my book Living the High Life (available on Amazon!), I’ve made it a point to educate co-op owners and my network about strategies they can use to improve their buildings. By giving actionable advice for free, I’ve become a go-to expert that board members turn to when they need professional help.

3. Networking and Visibility
I’ve invested a lot of time in networking. By consistently showing up and meeting people where they are, I’ve been able to establish strong connections with board members, property managers, and other professionals in the field. People in this market trust who they know, and networking has been key to building that trust.

4. Client-Centric Approach
What sets The Folson Group apart—and has helped build my reputation—is our client-first mindset. We listen to boards’ unique challenges, offer customized solutions, and guide them every step of the way. As co-op owners and board members ourselves, our clients know that we care about their success as much as they do, and that’s earned us loyalty and referrals. We pride ourselves on being problem solvers.

5. Consistency and Integrity
Reputation is built over time through consistency and integrity. I’ve made it my mission to deliver on promises, stay ahead of industry trends, and always operate with transparency. Board members know they can rely on me to provide honest advice and practical solutions. I am always up for a challenge, learning something new, and stepping out of my comfort zone!

When you combine expertise, results, and genuine care for your clients, your reputation takes care of itself.

Contact Info:

• Website: https://www.thefolsongroup.com/
• Instagram: https://www.instagram.com/folsongrp/
• Facebook: https://www.facebook.com/FolsonGrp/
• Linkedin: https://www.linkedin.com/in/tinalarssonli/
• Twitter: https://x.com/FolsonGrp
• Youtube: https://www.youtube.com/@folsongrp

Image Credits

Photo credits (dressed in yellow and pink: Deutsch Photography